The course aims to provide an in-depth understanding of the sales context, channels and commercial structures, introducing the fundamental principles of Sales Management and channel strategy. Participants will learn to analyze the market and consumer behavior, and to identify customer pain points in order to build value-driven propositions. They will develop skills in managing lead generation, prospect qualification and using Customer Relationship Management (CRM) tools. The course will also cover sales-force organization and management, the evolving role of the salesperson, and the use of promotional levers to support the sales process. Through practical labs, participants will train their analytical, empathetic and negotiation skills, and learn to build trust. They will also be able to interpret sales and consumption metrics, and acquire methods for recruiting and developing the sales force. Moreover, the course will guide them in integrating commercial strategy with overall business strategy, culminating in an applied project work and a synthesis of key takeaways.

Analyze the sales context and select the most suitable sales channels based on the market and target. Apply the fundamental principles of Sales Management to effectively manage sales processes and teams. Interpret market data and consumer behavior to identify commercial opportunities. Identify explicit and implicit customer needs (pain points) and translate them into valuable solutions. Design and implement lead generation strategies, prospect qualification, and manage the sales funnel. Use CRM tools to manage and nurture customer relationships. Organize and lead the sales force, defining roles, competencies, and appropriate operational procedures. Leverage effective promotional tools to support sales strategies. Manage sales negotiations using data-driven techniques and insights. Measure sales and consumption performance through the analysis of key metrics. Contribute to the recruitment and training of the sales force in alignment with the company's strategic objectives. Integrate commercial activities with the overall organizational strategy.

Fundamentals of Sales Management, Integration of Sales Channels, and Development of Sales Strategy. Collection and Interpretation of Market Data, Analysis of Customer Needs, and Identification of Pain Points. Techniques for Identifying and Qualifying New Customers, and Managing the Sales Process from Prospect to Lead. Tools and Methodologies for Managing and Strengthening Customer Relationships Throughout the Sales Cycle. Sales Force Organization, Development of Commercial Soft Skills (Empathy, Active Listening, Negotiation), and the Role of the Salesperson as a Trusted Partner. Measuring Sales and Consumption Performance, and Practical Application of Acquired Skills in a Final Project.

Daniele Fornari (2018). Trade marketing & sales management. Egea Paolo Guenzi, Marco Aurelio Sisti, Paola Caiozzo (2020). Gestire le vendite - II edizione. L'eccellenza nel sales management. Egea

Lectures Case Studies Sales Management Lab

Final Exam – 70% Laboratories – 10% Project Work – 20% Active and continuous class participation – Individual grade from 0 to 5 0–1: −1 point on the final grade 2–3: 0 additional points on the final grade 4–5: +1 additional point on the final grade or honors. For non-attending students, the exam will consist of a multiple-choice test based on the following materials, with five answer options for each question: Course materials Jobber, D., & Lancaster, G. (2015). Selling & sales management (10th Ed). Pearson.  Sales and Marketing Channels: How to Build and Manage Distribution Strategy 3rd Edition - Kogan Page  Julian Dent (Author), Michael White Trade marketing & sales management. Le nuove sfide commerciali - Egea - 

A minimum score of 28/30